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1、 1WEAREMiQ.COMTHE FUTURE IS AVOD AND FASTHow TV viewing habits are changing and why marketers should include ad-supported platforms in their TV strategy.The TV landscape is changing and its no secret that Connected TV(CTV)is at the forefront of these changes.With over 67%of the UK households already

2、 owning a CTV and the average time spent consuming digital content on the rise,marketers need to find better ways to reach their linear TV audiences as they migrate to new platforms.If we look at the CTV landscape-BVOD,SVOD,AVOD,FAST-the latter two are seeing dramatic growth and adoption,especially

3、AVOD which INTRODUCTIONCONTENTSIntroductionpg 2The CTV ecosystem is changingpg 3AVOD and FAST are gaining momentumpg 4The cost of living crisis and its impact on CTV viewing habitspg 6The AVOD and FAST opportunity for marketerspg 7Conclusionpg 9About MiQ and Contact uspg 10WEAREMiQ.COM 2includes You

4、Tube.But why is that happening?Several reasons.Weve looked into how and why media consumption in the UK is changing to help brands and advertisers make better informed decisions surrounding their campaigns in 2023 and beyond.This ebook is the result of that research.Lets take a closer look at how th

5、e UK CTV ecosystem is changing,why AVOD and FAST are gaining popularity,and how the cost of living is impacting both viewers and advertisers.PIERRE DE LANNOY,Strategy Director,EMEA 2Broadcaster Video on Demand(BVOD):Subscription Video on Demand:Ad-supported Video on Demand(AVOD):Free Ad-supported St

6、reaming TV(FAST):To better understand the CTV ecosystem,lets take a look at the UK markets current situation.The most popular channels in each category include:Heres the important thing:only BVOD,AVOD and FAST are available to marketers.Linear TV has long been a fantastic distribution channel-it ena

7、bles advertisers to reach millions of viewers quickly and easily.However,the CTV revolution saw linear TV audience slowly migrate away from traditional TV viewing experiences,WEAREMiQ.COM 3THE CTV ECOSYSTEM IS CHANGINGFAST TO MAKE UP 20%OF UK AVOD MARKET BY 2027Source:VideoWeekmaking it costlier and

8、 more difficult to reach them.In 2022,over 67%of UK households owned at least one CTV-and that number is growing.So what makes AVOD and FAST so popular?A few things.4WEAREMiQ.COM02Were currently seeing the biggest shift in TV audiences since the launch of Netflix,with AVOD and FAST standing to benef

9、it massively from this.This growing trend is interesting,though,because it doesnt have a single source-in fact,its the result of several other trends colliding.As the cost and number of channels available increased,viewers found it more difficult to justify their regular viewing habits,opting to loo

10、k for cheaper or even free alternatives.Even Netflix,the worlds largest SVOD platform,added an ad-supported tier,mentioning recently that over 25%of their new signups chose ad-based plansAn increasing number of UK viewers are watching more YouTube and AVOD/FAST than BVOD-this trend is likely to cont

11、inue.Lets look at some interesting stats to paint this picture better.According to FreeWheel,40%of people in the UK watch AVOD(including YouTube)on a daily basis.Thats not all:FAST is also growing in popularity,with channel revenue projected to triple to over 10 billion by 2027.So why else are AVOD

12、and FAST so popular with UK viewers in 2023?1.Rapid growth and market penetration:According to a report by eMarketer,AVOD is projected to reach 60.5%of UK digital video viewers in 2023,accounting for a staggering 35.1 million users.This indicates a sharp rise from 2019 when AVOD had a reach of only

13、41.5%.The rapid growth and market penetration of AVOD channels can be attributed to their accessibility and cost-effective nature,attracting a wide range of viewers who seek free or low-cost streaming options.2.Expanding library of premium content:AVOD platforms like Pluto TV,Tubi,and Rakuten TV hav

14、e been successful in securing partnerships with major content providers.This has resulted in an expanding library of premium content,including movies,TV shows,and live sports,offering a compelling alternative to traditional broadcast television.In fact,a study by Ampere Analysis found that AVOD serv

15、ices had an average of 20,000 hours of content available,compared to 10,000 hours for SVOD services.AVOD AND FAST ARE GAINING MOMENTUM 4FAST CHANNEL REVENUE TO TRIPLE TO OVER 10 BILLION BY 2027Source:VideoWeek 5WEAREMiQ.COM02 53.Advertiser appeal and monetization potential:AVOD and FAST channels pro

16、vide advertisers with a highly engaged audience and diverse targeting options.According to WARC,ad spend on AVOD platforms in the UK is predicted to reach 756 million in 2023,representing a significant increase from 491 million in 2019.Advertisers are drawn to AVODs ability to reach a broad demograp

17、hic and target specific segments,ensuring their messages are delivered to a receptive audience.4.Favourable viewing experience:FAST channels,which are inegrated with the original equipment manufacturers(OEMs),offer viewers a seamless experience by providing a mix of scheduled programming and on-dema

18、nd content.This hybrid model allows viewers to easily transition from traditional broadcast channels to on-demand content,reducing the need for additional subscriptions or devices.This convenience has contributed to the popularity of FAST channels,attracting a broader audience and enticing viewers t

19、o spend more time engaging with content.5.Complementary relationship with BVOD and SVOD:While AVOD and FAST channels are gaining traction,it is important to recognize that they coexist with BVOD and SVOD services rather than replacing them.BVOD,offered by broadcasters such as ITV Hub and All 4,conti

20、nues to be popular,reaching an estimated 57%of UK adults each month.SVOD platforms like Netflix and Amazon Prime Video also remain strong,with an estimated 61%of UK households subscribing to at least one service.AVOD and FAST channels complement these offerings,providing additional options for viewe

21、rs and offering advertisers an expanded reach.And last but not least,the elephant in the room:the cost of living crisis.6WEAREMiQ.COMLets be honest,the rising cost of living has had an impact on everyone,and the advertising industry is no exception.Its easy to see why though:when people feel the sti

22、ng of rising prices,entertainment is among the first things to go.According to ONS,the average UK household income in 2022 was 31,000.Households have an average disposable income of approximately 5,000/year,with Disney+,Netflix,and Amazon Prime Video subscriptions representing about 6%of that.Lets a

23、sk ourselves:how many people are willing to do that in a cost of living crisis?03THE COST OF LIVING CRISIS AND ITS IMPACT ON CTV VIEWING HABITS 640%OF CTV VIEWERS IN THE UK WATCHED AVOD(INCL.YOUTUBE)CONTENT DAILY IN 2022Source:FreeWheelAs mentioned above,even Netflix,the worlds largest SVOD platform

24、,added an ad-supported tier,mentioning recently that over 25%of their new signups chose ad-based plans.Viewers are not dropping content consumption altogether-they are simply finding other,cheaper,ways to do so.This is where AVOD(including YouTube)and FAST come in.This is made much easier by OEMs li

25、ke Samsung and LG as they have made AVOD and FAST content easily accessible in their own walled gardens.OEMs are investing massively in building infrastructure to bring free content to the masses.Plus,there is active movement away from TV license fees,encouraging people to find the same content for

26、free elsewhere.7WEAREMiQ.COMThe rise of FAST and AVOD in the UK is having a significant impact on the industry,as these services offer marketers a way to reach a large audience at a fraction of the cost of traditional TV advertising.Linear TV is here to stay and is the backbone of all your marketing

27、 strategies.There is no other medium better at storytelling than linear TV and no other medium can reach millions of viewers in just one 30 second slot.However,marketers need to look elsewhere to find their entire TV audiences as viewing habits are changing and linear TV remains an expensive channel

28、 for brands and advertisers.04THE AVOD&FAST OPPORTUNITY FOR MARKETERS 7Source:Enders Analysis,BARB/AdvantEdge,ONS,Comscore&industry research)*Broadcasters SVOD services(e.g.NOW TV)fall under Broadcaster*Excludes adult contentADULTS 16-34ADULTS 55+342201320182023F2028F201320182023F2028FAVERAGE VIDEO

29、VIEWING,BY AGE GROUP(MINS/DAY)BROADCASTER:LIVEBROADCASTER:NON-LIVESVOD*YOUTUBEYOUTUBE+OVV*OTHER ONLINE VIDEO2762424924927529535657%OF UK VIEWERS WATCH FAST CONTENT ON A WEEKLY BASISSource:VideoWeek 8WEAREMiQ.COMWith more players in the market,there is more

30、 content to consume.Were all consuming more video content and viewing continues to grow for all audiences,especially the younger ones.However,as you can see from the chart above,adults 55+are also leaning into digital channels.Marketers should look at how you can complement your linear activity to f

31、ind those audiences that are hard to find across linear and make your budgets work harder-were not talking about taking money out of linear TV.This is why marketers are increasingly investing in FAST and AVOD.Of course,this opportunity isnt something that can happen overnight,there are some caveats.

32、Heres MiQs approach:1.First of all,the fragmented AVOD/FAST ecosystem consists of many walled gardens,but this is where MiQs geo-contextual approach comes in as it allows audience activation across many platforms easily.2.Secondly,measurement isnt quite straightforward.MiQ use Barb and AudienceProje

33、ct to measure incrementality across linear TV delivery and your digital campaigns,thus seeing the effectiveness of CTV.This allows marketers to measure digital and linear activity holistically.3.Third,transparency.As these are fairly new marketing channels,having the right partner is crucial for bra

34、nd safety.MiQ brings transparency to this opaque ecosystem by working directly with publishers and prioritising content we know attracts engaged users.04 8Source:eMarketer,April 2022Note:ages 18+time spent with each medium includes all time spent with each medium regardless of multitaskingTRADITIONA

35、L VS.DIGITAL MEDIA:AVERAGE TIME SPENT IN THE UK,2019-2024 6:024:195:564:425:154:486:064:086:094:016:123:56200222023F2024FTRADITIONALDIGITALHOURS:MINS PER DAY AMONG POPULATION 9WEAREMiQ.COMThe rise of AVOD and FAST channels in the UK has disrupted the traditional broadcasting and streaming

36、 landscape.The accessibility,diverse content libraries,and advertiser appeal have propelled these platforms to the forefront of the digital entertainment industry.AVODs rapid growth,coupled with the increasing ad spend,signifies a shift in consumer behaviour and advertiser preferences.As viewers see

37、k free or low-cost streaming options,AVOD and FAST channels provide an attractive alternative to BVOD and SVOD services.Whilst all these models coexist,AVOD and FAST have emerged as game-changers,presenting new opportunities for advertisers and delivering a seamless viewing experience for consumers.

38、As we look towards the future of TV,marketers must adapt their TV campaign strategies to these new realities or risk being left behind.The future of TV is AVOD and FAST.The question is:are you ready for it?05 9CONCLUSIONWEAREMiQ.COM 1007ABOUT MiQ&CONTACT USWEAREMiQ.COM 10ABOUT MiQWere MiQ,a programm

39、atic media partner for marketers and agencies.We connect data from multiple sources to do interesting,exciting,business-problem-solving things for our clients.Were experts in data science,analytics and programmatic trading,and were always ready to react and solve challenges quickly,to make sure your

40、e always spending your media investments on the right things in the right places.Please visit us or through our social channels below.MEET OUR ADVANCED TV TEAMC O N T A C T O U R A D V A N C E D T V T E A MPIERRE DE LANNOY,Strategy Director,EMEADARIUS AL HADDAD,Product Manager,Advanced TVSTEPHEN EMSALL,Business Enablement DirectorMICHAEL LAMPARD,Senior Solutions Engineer,Advanced TV